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Medium - means through which you argue
ex. conversation/text/speech/media
Senses:
1. Sound - logical
2. Smell - emotional
3. Sight - emotional (except words - logical)
4. Touch - emotional
5. Taste - emotional

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Timing
1. Kairos - art of seizing instant for persuasion
2. When audience's mood/beliefs changing = persuasive moment
ex: Stalin/legislators-gun control during times after mass shootings/Black Lives Matter/Women's Rights/#metoo

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Don't try to change
Use values to appeal to audience

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Argue w/t audience in mind:
-Identify them by age/race/ethnicity/gender/politic/values/socioeconomic/religion
-Adjust language to meet it
-Attach symbol: what audience values

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1. Inductive reasoning: Evidence/cases to come to (therefore) conclusion
2. Deductive reasoning: premise (commonplace) usually biased (for shared-value audiences)= (therefore) conclusion
"All men are created equal" - assumption
Rhetorical examples - facts/comparisons/stories when audience doesn't share beliefs
Syllogism/Enthymeme
1. Syllogism - Logical statement
2. Enthymeme - (faulty syllogism) Statement that relies on a commonplace that makes an assumption
---- May, might, could, at times, etc. - correct faulty logic

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Use fallback method - "Status theory:"
1. Facts... (if fails)
2. Definition - redefine... (if fails)
3. Argue the importance of opponent's topic... (if fails)
4. Claim argument is irrelevant

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Use commonplaces - things an audience shares in common
assumption/belief/value/stereotype
Start over from rejection

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1. Passive voice calms emotions down. It keeps from emotion overflow or even physical violence.
2. Focus on the audience.
3. Humor:
-disarms audience
a. Urbane
b. Wit
c. Facetious
d. Banter

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The speaker needs to be "pathetic"
1. Don't overflow with emotion
--Experience and expectation
2. Try to hold back a strong feeling
3. Control volume
Tell a story (anecdote)
-speak simply
-use it near end
-works better on large groups
Aristotle's persuading emotions:
1. Anger
2. Patriotism
3. Emulation (imitate
4. Humor
(Heinrichs 81, 92)

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Act reluctantly to what the speaker actually wants, so that they seem "forced" to end up with the conclusion.
1. Dubitatio - have doubt in yourself... lower audience expectation - Abraham Lincoln (Heinrichs 77-78)

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Speakers can bend the rules, but they need to seem reasonable to the audience. They otherwise won't act on what the speaker desires.

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Make the audience:
1. receptive
2. attentive
3. trusting
Use:
1. Bragging
2. Character references
3. Tactical flaws

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1. Decorum - "to fit" - become suitable for an audience - fit with group
2. Dialysis - use wisdom inexplicably
Aristotle's 3 qualities of credibility:
1. Virtue: audience believes you share their values
2. Wisdom: Appear to know right thing on each occasion - character references - expertise of others
3. Disinterest: lack of bias

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Aristotle's three persuasion appeals:
1. Ethical appeal (ethos)
a. Believability appeal - how credible they are - about audience expects
2. Logical appeal (logos)
3. Emotional appeal  (pathos)

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Aristotle's three core argument issues:
1. Blame - past tense - Who did it? Turn language toward future tense.
2. Values - present tense - What is right or wrong? Wanting to unite. ex. eulogy - "tribal talk" - many values impossible to change
3. Choice - future tense - Which one? Payoff promise - depends on people/time/circumstances
A lot of argument = common sense

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-Concession - concede to the opponent's point in order to win as a whole.
--admit weakness
-Convince audience to think like you think
-Don't be fooled. Realize rhetoric
Cicero's goals for persuading:
1. Stimulate audience emotion
2. Change its opinion (give extremes)
3. Get it to act

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Aristotle's three leadership traits:
1. Virtue
2. Disinterest
3. Practical Wisdom

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10. "The technique (passive voice) works to calm the emotions because it disembodies the speaker and removes the actors, as if whatever happened was what insurers piously call an 'act of God'" (Heinrichs 96).

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10. "The technique (passive voice) works to calm the emotions because it disembodies the speaker and removes the actors, as if whatever happened was what insurers piously call an 'act of God'" (Heinrichs 96).

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Scientists and speakers can use this to remove emotions to a possibly angry or upset crowd to soften the blow, and, hopefully, keep the rage to a minimum. Without bringing in so much into debate, something 'can happen,' and the argument and persuasion on a small scale can occur without some people giving up what they prefer.

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9. "Emotion has to do with seduction" (Heinrichs 92).

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9. "Emotion has to do with seduction" (Heinrichs 92).

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An audience needs to desire to act, and the best way to do that is to entice them. You have to "get the horse to drink."

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8. "It isn't pathetic enough" (Heinrichs 81).

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8. "It isn't pathetic enough" (Heinrichs 81).

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A speaker needs to emotionally manipulate the audience by not fully expressing their own emotions. He or she needs to act as if they are holding back tons of emotion, whether pain or anger.

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7. "... he warned the crowd that they weren't about to hear anything new. Absolutely brilliant. What was brilliant? The speech, for one thing" (Heinrichs 78).

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7. "... he warned the crowd that they weren't about to hear anything new. Absolutely brilliant. What was brilliant? The speech, for one thing" (Heinrichs 78).

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Heinrich speaks of Abraham Lincoln using the dubitatio technique that lowers audience expectation before blowing them away. If the speaker shows doubt, it makes the audience more lenient to what he or she has to say.

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6. "You once believed what your opponent believed, but found yourself overwhelmed by sheer logic" (Heinrichs 75).

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6. "You once believed what your opponent believed, but found yourself overwhelmed by sheer logic" (Heinrichs 75).

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The disinterest tactic can be used to persuade an audience by "giving in" to what the speaker truly wants. It is easier to confront the audience with overwhelming evidence, yet saying it isn't the right choice.

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5. "Rhetorical decorum is the art of fitting in-not just in polite company but everywhere, from the office to the neighborhood bar" (Heinrichs 47).

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5. "Rhetorical decorum is the art of fitting in-not just in polite company but everywhere, from the office to the neighborhood bar" (Heinrichs 47).

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A speaker needs to have a reputable background and appearance. He or she needs to not just stand in a crowd, but be appropriate to an audience's expectation of them.

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4. "...lying isn't just wrong, it's unpersuasive. An audience is more likely to believe a trustworthy persuader, and to accept his argument" (Heinrichs 40).

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4. "...lying isn't just wrong, it's unpersuasive. An audience is more likely to believe a trustworthy persuader, and to accept his argument" (Heinrichs 40).

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A speaker must be morally upright in the eyes of the audience, and in order to do that, he or she should speak truth. An honest candidate is more likely to succeed because they have presented themselves in a way that shows their morals.

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3. "Facts do not exist in the future. We can know that the sun came up yesterday and that it shines now, but we can only predict that the sun will come up tomorrow" (Heinrichs 32).

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3. "Facts do not exist in the future. We can know that the sun came up yesterday and that it shines now, but we can only predict that the sun will come up tomorrow" (Heinrichs 32).

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To begin a choice argument, the speaker needs to realize that the future isn't set in stone. What can happen depends on a set of options. It is up to the audience which option to choose, but the speaker should deliver their preference with clarity and seduction.

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2. "But wimps like us shall inherit the rhetorical earth. While the rest of the world fights, we'll argue. And argument gets you what you want more than fighting does" (Heinrichs 21).

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2. "But wimps like us shall inherit the rhetorical earth. While the rest of the world fights, we'll argue. And argument gets you what you want more than fighting does" (Heinrichs 21).

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Heinrichs's belief that arguing can get farther than brute force is a rare insight as compared to the present day thought. Wars begin with the lack of verbal communication, and they always end with the sudden realization that it is important to do so. Arguing can resolve conflicts without the physical damage of fighting.

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1. "Rhetoric is the art of influence, friendship, and eloquence, of ready wit and irrefutable logic" (Heinrichs 4).

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1. "Rhetoric is the art of influence, friendship, and eloquence, of ready wit and irrefutable logic" (Heinrichs 4).

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This quote is not only an explanation of rhetoric, but it also describes it in such a way that I'm drawn into the book quickly. The flow and beauty that Heinrichs adds invites a reader to fall in love with the imagery. The sentence explains that rhetoric isn't a big, scary idea, and that it is actually quite exciting, although it does take knowledge and training to perfect argumentation.